April 1, 2025 • 34 mins
Are you ready to take your LinkedIn strategy to the next level? In this episode, we're diving deep into creative ways to boost your visibility and reach new audiences on the platform. Whether you're a nonprofit looking to connect with potential donors or a business aiming to grow your professional network, you'll find valuable insights to elevate your LinkedIn game.
Our guest, Peter Murphy Lewis, founder of Strategic Pete.com and fractional Chief Marketing Officer, shares his expertise on leveraging LinkedIn's features to maximize your impact. From automated connections to newsletters and live streaming, Peter unveils strategies that can transform your approach to this powerful professional network.
Key Takeaways:
- Discover how to use automation tools for strategic connections
- Learn the power of LinkedIn newsletters for repurposing content
- Explore live streaming capabilities to engage your audience
- Understand why authenticity trumps perfection in video content
- Gain insights on repurposing content across platforms
Practical Tips for LinkedIn Success:
- Utilize automation tools to connect with 15-30 people daily
- Create a LinkedIn newsletter to repurpose existing content
- Apply for creator status to access live streaming features
- Embrace imperfection in your video content for authenticity
- Implement a content strategy that spans from top to bottom of the funnel
Peter also shares a brilliant tactic for engaging with industry leaders and potential collaborators through strategic tagging in your newsletter content. This approach not only increases your visibility but also opens doors for meaningful professional relationships.
Whether you're just starting out or looking to refine your LinkedIn strategy, this episode provides actionable advice to help you make the most of this platform. Remember, it's not about perfection – it's about consistency, authenticity, and providing value to your network.
Ready to transform your LinkedIn presence? Listen now and start implementing these strategies to expand your reach, build meaningful connections, and achieve your professional goals.
Want to skip ahead?
[04:14] Video Content on LinkedIn: Authenticity Over Polish The importance of authenticity over polished production encourages users to embrace imperfections. It's more about being genuine and getting to know your connections and letting them get to know you.
[11:28] Repurposing Content and Newsletter Strategies Tagging keynote speakers, sharing job postings, and engaging with new subscribers will go a long way. Add value, increase visibility, and foster meaningful connections on the platform while using content you've already created.
Resources
talkclip.app
Quuu Promote: https://www.quuupromote.co/
Google Ad Grants: https://www.google.com/grants/
People Worth Caring About | Documentary: https://www.youtube.com/playlist?list=PL8f4FVNBnlH8hC8VRCHG_Dvo3I0DuzZV6
Bob Speelman: https://www.linkedin.com/in/robert-speelman
Alana Sparrow: https://www.linkedin.com/in/alanasparrow
Ep 289 | Power of Creating a Personal Brand on LinkedIn with Alex Thoric: https://www.thefirstclick.net/ep-289-power-of-creating-a-personal-brand-on-linkedin-with-alex-thoric/
Peter Murphy Lewis
Peter Murphy Lewis is the innovative founder of StrategicPete.com and a respected fractional Chief Marketing Officer, skilled in turning complex marketing data into actionable strategies that boost revenue and growth. His expertise spans diverse sectors, including software, travel, media, zoos, and banks. As host of two TV shows and producer of a documentary, Peter combines strategic marketing with storytelling flair. Living with his family in a literal zoo, he is a trusted advisor for CEOs seeking to
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Sami Bedell-Mulhern (00:00):
We've been talking a lot about LinkedIn
this year, and it is definitelya strategy that I am jumping all
in on this year. So I've been soexcited to have so many experts
coming on to talk about so manydifferent areas of LinkedIn. And
today we're talking about videorepurposing content, kind of a
whole variety of things, butways, creative ways that you can
get more visibility when itcomes to LinkedIn and how you're
(00:23):
reaching new audiences, growingyour base and communicating with
the people that are idealdonors, customers, clients,
whatever partners,collaborators. So my guest today
is Peter Murphy Lewis. PeterMurphy Lewis is the innovative
founder of strategic pete.comand a respected fractional chief
market Marketing Officer,skilled and turning complex
(00:44):
marketing data into actionablestrategies that boost revenue
and growth. His expertise spansdiverse sectors, including
software, travel, media, zoosand banks. As a host of two TV
shows and producer of adocumentary, Peter combines a
strategic marketing storytellingflair living with his family in
a literal Zoo. He is trustedadvisor for CEOs seeking to
(01:05):
streamline marketing efforts andaccelerate business outcomes.
There's so much goodness that hedrops so many great resources,
some tips that I even got rightout of the gate for something
that I'm considering as I moveforward with my LinkedIn
strategy. So I know that you aregoing to get some good stuff
from this episode. So take alisten and maybe come back to it
(01:28):
a few times as you start toescalate your LinkedIn strategy
before we get into it, though,this episode is brought to you
by our free resources at thefirst click. You can go to
thefirstclick.net/resources, andgrab so many different freebies
that we have, from your website,email marketing to social media,
mindset, tech tools, all of theabove. Grab the one that works
(01:49):
the best for what you need rightnow to solve the problem for
where you're stuck again, youcan find all of those at the
first click.net/resources, andshoot me an email, hello at the
first click.net, I'd love tohear what resource was most
valuable to you and whatresources might be valuable to
you in the future. For now,let's get into the episode.
(02:10):
You're listening to the digitalmarketing therapy podcast. I'm
your host, Sammy Bedell Mulhern,each month, we dive deep into a
digital marketing or fundraisingstrategy that you can implement
in your organization. Each week,you'll hear from guest experts,
nonprofits and myself on bestpractices, tips and resources to
help you raise more money onlineand reach your organizational
(02:33):
goals.
Hey, friends, please join me inwelcoming Peter Murphy Lewis to
the podcast. Peter, thanks forbeing here. Excited. Yeah, this
is gonna be so fun. LinkedIn ismy like the thing I'm most
excited about, really making themost of in 2025 so I'm really
excited for this conversation.But why LinkedIn for you? Why is
it a platform that you findvaluable to organizations?
Peter Murphy Lewis (02:58):
I like it, both for myself, for my clients,
for the nonprofit that I'm onthe board of, is because it is a
place where I can search for theperson's name for the company
they work, in their job title,the targeted way that I can find
(03:19):
my ideal customer profile, or Ifit's just a person who's going
to help me grow my reach, or aperson I can help, which
therefore makes my brandstronger, is really easy to do,
and I know if you know, like, ifyou're listening to this and
you're new to LinkedIn, it mayfeel like it's not, but with
about two hours of work, You canmove from like a D plus LinkedIn
(03:42):
discover person to like an Aminus, right? Like the
difference between I've spent, Ibet you, I've spent more than
100 hours in the last two yearsof skilling myself up and the
difference between me as whatI've said, like an A or an A
plus, LinkedIn person, and whatyou can be as an A minus, like
(04:05):
you can move in two hours up towhat I what took me to do in all
of this time. So, like, don't bedon't be afraid.
Sami Bedell-Mulhern (04:14):
Yeah, I love that, because it is such a
searchable tool, a discoverabletool. And I know we've had
guests on the on the in the pastthat have talked about how the
beauty of it is, you don't haveto be a content creator to have
success on LinkedIn, becausethere it's, there's such a
variety of ways that you can useit. And so we're, you know,
we're talking about video andrepurposing, but before we kind
(04:35):
of jump into that, what is maybeyour favorite feature? What you
love the most as you're usingLinkedIn on a day to day, what
feature are you using the most?
Peter Murphy Lewis (04:45):
I use automation tools to do automated
connections, both for myself andfor clients. So let me explain
that, assuming that there's acouple of people don't know what
I mean, there are simple toolsthat cost less than $20 a month,
that you could put a. List intothat of everybody that you
potentially want to connectwith, so you don't have to do
any of that manually. AndLinkedIn is very comfortable
(05:07):
with you connecting anywherebetween 15 to 30 people per day,
and you just tell this tool todo that. So while you're
sleeping, this tool isconnecting for you. So that's
the first tool, the second toolI love the newsletter. I create
newsletters for all of myclients. I personally have had
multiple newsletters, andnewsletters is a great way for
(05:29):
you to repurpose what you'redoing on your website, what
you're doing on your Facebookpage, what you're doing in your
email newsletter. And LinkedInhas an algorithm that everyone
you connect with, it'llautomatically recommend that
they subscribe to yournewsletter. Now I don't
recommend you just sit there anddo nothing with it. I recommend
once they subscribe to it, youuse that as an instant saying,
(05:50):
hey, saw you subscribe. Thankyou so much. And then you start
a conversation. It should beauthentic. Don't make it
automated. This is youropportunity for you to dig in.
This is second one, and then mythird one, and this is for kind
of geeks like this might be forme. You, Samy and 20 other
people listen to this, but whenyou apply for creator status on
LinkedIn, you can start doinglive streams on LinkedIn. And
(06:14):
this is insane, like a pluslevel to get to that level, but
you can do it really quickly. Isthat will mean, if you start a
podcast similar to what you havehere, or you have some other
type of mastermind where youguys want to share or build in
public, or talk about yourmission in public, or if you
wanted to even train about yournonprofit in public, or do a
(06:34):
board meeting or something likethat, you could do this in live
stream. And that means everybodyyou're connected to when you go
live, we'll get a notificationon it. And that is insane,
because they're doing all themarket. LinkedIn is doing all
the marketing work for you.
Sami Bedell-Mulhern (06:50):
Yeah, that alone is like the most amount of
goodness that I've heard in along time, so many good things.
And yes, I have started doing alive stream this year for the
first time ever on LinkedIn. SoI'm excited to kind of see how
that goes once a month. But Ihad not ever thought about
taking these podcast episodesand publishing them as live
streams on LinkedIn as well. Sonow you've given me something to
(07:13):
think about that's fantastic.
Peter Murphy Lewis (07:15):
Yeah, and you if you get a little nicer
tool, you can take theserecordings and then just publish
them and make them look likethey're live, and nobody cares,
right? If they don't watch thison YouTube, the fact they're
gonna like it on LinkedIn, theydon't feel like they're getting
old content. This is fantastic.
Sami Bedell-Mulhern (07:29):
Well, we use a tool called stream yard so
we can, it'll work, publishvideos as live. And I think the
important thing there, as wekind of jump into how can we use
video on LinkedIn? The beautifulpart about that is you don't
have to be worried about beingperfect. This podcast, we don't
do a ton of editing, but thereis some editing that goes into
it, but we don't have to worryabout being perfect, because we
can update it, but you can stillshow up live and engage and
(07:53):
interact with people during thelive stream. So as you talk
about authenticity andconnection, you can publish a
live video to face, or toFacebook, to LinkedIn, but still
be there, engaging andinteracting and only focusing on
that part of the live streamversus having to talk to people
and connect with people in thechat.
Peter Murphy Lewis (08:13):
Yeah, and kind of the piggyback off, you
know, the perfection. I thinkperfection progress over
perfection, and I actually thinkimperfection is a close cousin
of authenticity, of beinggenuine, of being vulnerable. So
I in 2021 to 23 with my podcast,I started to get invited to
(08:37):
conventions, state conventions,national conventions, for the
client that I was working within the healthcare space. And not
only would they ask me to do aspeech on the main stage,
sometimes I would do a liveinterview on the main stage, and
I would stream it on LinkedIn.And the amount of people like
cousins and sisters and auntsand coworkers who could watch
(08:59):
this, who couldn't go to theconvention. The virality of that
in the live time of it was waymore impactful than anything I
did on podcast. So like, thinkbig and let LinkedIn do the
heavy lift for you.
Sami Bedell-Mulhern (09:12):
I love that. Okay, so let's talk about
because I don't think we oftenthink about LinkedIn as a video
platform. You know, we thinkabout Instagram reels, we think
about Tiktok, we think aboutYouTube. You know, what kind of
video capabilities does LinkedInhave? Let's start there, and
then let's kind of talk throughhow we can kind of repurpose
those in other places wherewe're doing business.
Peter Murphy Lewis (09:35):
Yep, well, to get to for starters, in my
opinion, LinkedIn is starting tocompete with YouTube shorts. If
you look at your LinkedIn app onyour on your cell phone, more
than likely, it's already beenrolled out to you. There is now
one of four little buttons atthe bottom, and one is video
that is the equivalent ofYouTube shorts without people
(09:59):
for. Falling on bicycles withoutkids throwing footballs at their
dad's crotch and making themroll over on a Saturday night.
It's it does no dancing. Butyeah, there's, there's not the
there's goofiness, because I'mgoofy, right? But there's not
the the politics of YouTube.There's not the Mr. Beast of
(10:24):
Flash, Flash, Flash, highlyedited impact. There's much more
conversations and like gettinginto the life and understanding
how someone thinks and as aprofessional influencer, right,
different than a socialinfluencer, I'm not a social
influencer, but as aprofessional influencer,
LinkedIn gives you that thatwindow, and I would even say, or
(10:44):
there's, there's two otherelements to kind of video, which
is, when you are on LinkedIn andyou're trying to reach out to
your community and grow yourreach, you kind of have a couple
different goals or objectives,tactical objectives, when
someone's scrolling, which is toget them to stop to read what it
(11:05):
is that you've just posted.Secondly is click on the click
on the read more, so they readyour post, and in the best
setting, click on your video.Now the video is not a must, but
it will help the engagement andLinkedIn, in my opinion, is
competing with YouTube, so theyare pushing videos hard, and
they are giving some extraweight to that algorithm. Yeah,
(11:28):
well,
Sami Bedell-Mulhern (11:29):
so that's a benefit, and also the benefit of
video building trust. Like,that's why we turn this podcast
into a video podcast. Like, yes,it's great to hear us, but to
see people, to see how you'reengaging with the community, to
see how you're showing up thebehind the scenes. Like to see
that visual also helpsnonprofits build trust a lot
faster with people that mightkind of come across them.
Peter Murphy Lewis (11:52):
Yeah, so the one of the things that I'm
currently doing with theCommunity Foundation that I
participate in, we just hired anexecutive director about three
years, about three months ago,and when we hired her, you know,
we got so many emails andreplies on Facebook from people
saying, You just made the bestdecision that you could ever do,
and we said, you just took theambassador from our community
(12:14):
and you put it into yourorganization. Congratulations.
Hats off to you. Well, one ofthe things we're doing with her,
right there's a bunch ofwebsites and news and Facebook
pages from high schools andshelters and mission driven
causes. Well, we're having hertake that from people who might
not be good at the Internet,share it, comment on it, and
(12:36):
turn it into a LinkedInnewsletter and also turn it into
a video. Well, she, she's theface of our county, so she's
doing a great job of repurposingall the good that's already
happening, and she's using onLinkedIn, yeah. Okay, so let's
talk about,
Sami Bedell-Mulhern (12:49):
I do want to jump into newsletters here in
a little bit, because I'm a hugefan of them. But I do want to
talk about, like, as you'redoing that and creating that,
you know, you mentioned, she'sdoing that some for some
organizations that might nothave the capacity or know how to
do that. You know how polished?I mean, it's LinkedIn, it's
businesses. How polished do wehave to be, how formal, how
(13:09):
produced do our videos need tobe? Or can we just kind of pick
up our phone and in the moment,share something of value that we
think our audience might hearabout and not worry about the
bells and whistles? I
Peter Murphy Lewis (13:20):
would say 100% of the time, do not worry
about being polished. Okay,people are attracted to people,
not companies. People areattracted to people, sometimes
brands. But more than likely,people want to hear your
personality. So don't worryabout it. And I, you know, like
there's a I always remember theamount of times that I failed
(13:43):
doing live things. So I did livetelevision on Monday for the US
presidential inauguration forCNN. I've done a whole bunch of
live things, and I alwaysremember there's only one person
who's watched you with fullattention at your mom, and
there's only one person who'sgonna watch it and remember all
of your mistakes, and it's yourex, so everybody else is going
(14:03):
to forgive you, and the peoplewho are going to like or laugh
and they're going to tease you,and they're going to love you,
and they're going to remember itfor how great you are and how
authentic you are. And if I'm ifI die tomorrow, I would rather
my my son remember me for for myquirks and my effort than for me
trying to be perfect and neverdoing anything. Yeah,
Sami Bedell-Mulhern (14:22):
that's so good. And I think it just brings
down that barrier of entry, likeit's not about having, I mean,
you look at, I love yourbackground, aspire to be like,
you know, grown up like you oneday, I don't have the energy in
me to unpack my office thesedays, and so it looks like a hot
mess. But that doesn't mean thatI don't show up, because it's
(14:43):
more about the quality of thecontent that you're sharing and
reaching the right audience. SoI love that you said 100% of the
time just show up. I thinkthat's fantastic.
Peter Murphy Lewis (14:54):
I want to, I want to add one, one free tool
to your question about howpolished you have to be. There's
a tool that I just started usingthis morning, and it's free so
far, and it's talk top,talkclip.app, T, A, L, K app, or
talkclip.app. And what it doesis, you put in the topic that
(15:15):
you want to talk about, you hitrecord, and it tells you, it
asks you a question about thetopic, and then it tells you
reads you a hook that you shouldstart off with. It says, are you
ready? You say, hit, click,record again, and it counts down
to five. And then you recordlooking at your TV and wriggling
at your computer, and it willgive you that short little clip
from LinkedIn, and it'sauthentic, gives you the hook.
(15:37):
It asks you the question. Youdon't feel awkward talking to a
camera, because there's actuallya voice, and ask you to test it,
like, like, and you don't haveto post it if you don't like it.
Sami Bedell-Mulhern (15:47):
Yeah, that's cool. So it's like being
interviewed, but not by anybody,which makes us feel more
natural, right?
Peter Murphy Lewis (15:52):
It does. Yeah, I actually listen to the
voice like you could just readit. I haven't read me the voice
because I feel like I'm talkingto somebody
Sami Bedell-Mulhern (15:59):
that's cool, that's super cool. We'll
have to try that out. Had notheard of that one, okay, but
let's talk about repurposing.Because I think, as with all of
our social media channels,whatever you're on, it's not
about creating new, it's aboutcreating for the platform. And I
think that's what I love. As faras the newsletters go super
easy. I myself have a newsletteron LinkedIn, and I find that my
email subscribers organicallygrow so much faster on my
(16:22):
LinkedIn newsletter than in mygeneral newsletter. And I just
want to reiterate, like yousaid, I love that I know who is
subscribing. And not only that,I can dive deep into who they
are and see if they're, youknow, like the right fit for
somebody I want to reach out to.So I just take my newsletter and
copy it and embed it ontoLinkedIn on a different day, I
(16:45):
include videos, I includeadditional resources and things
like that. But kind of, what isyour favorite thing, or what are
your tips if you're setting up anewsletter on LinkedIn for the
first time, how might we want togo about it in order to
repurpose the content we already
Peter Murphy Lewis (16:58):
have? Yeah, so I have. So it's not 100%
related to repurposing, but it'san added value on to what I'm
already doing. So I would doexactly what you're doing, which
is, repurpose what I'm doing onmy website, repurpose what I'm
doing on my email, if I have aFacebook group, repurpose in the
some of the content. The twothings that I have done in the
last year with my clients thathas had really good success is
(17:23):
no actually three things. So thefirst thing I do is I look ahead
for conventions and trade showsinside the niche that I am
speaking to, and I go find thosekeynote speakers, and I look for
events that are about nine to 12months out, because that's when
people start playing if they'regoing to go to a they're going
to go to a specific trade show.I find the keynote speaker. I
(17:45):
put them in my newsletter, I tagthem, and I say, go check out
this trade show. It's on thisdate in this city. This keynote
speaker is given a talk aboutthis shout outs, and the keynote
speaker will get in mention inLinkedIn. They'll see it,
they'll subscribe, and then theywill reshare, and they might
send you a DM. Trust me, itworks. I would say, out of the
(18:07):
100 times the last 100 timesthat I've tagged somebody, I get
it shared probably 15% of thetime. I get a DM, 75% of the
time, and I get a comment fromthat person 95% of the time. The
second thing that works is Ilike to share job descriptions
to people that would be readingthe newsletter that would be
(18:29):
helpful to so I'll go findsomebody that I want their
attention. I would like to havea conversation with them. I will
go find what their need is,similar to posting them about
the upcoming keynote speech. Iwill find a job that they will
do. I will tag their jobdescription in the newsletter. I
will tag them, saying thisperson is hiring there. This is
a cool company. I've followedthis person. I've seen their
(18:50):
YouTube. I like their podcast.Check it out. The person will do
the exact same thing. They'llshare, they'll DM you, and then
they will comment on it. Andthen the third one that I wanted
to mention. And this takes alittle bit more work. Like, if
you're a one man or one womanshow, it's more of a sales
development rep. So like, ifyou're working in a place where
you need to actually start aconversation with that person, I
(19:10):
will immediately DM this personto subscribe, and I'll say, Hey,
you signed up. This isfantastic. Can I ask you what
brought over your attention? CanI interview you? Can I give you
a quote? Hey, these are thethree things that I help out
with. I share trade shows, I gethelp people, job postings, and I
do X, Y and Z. Can I do one ofthese for you? And it's a great
icebreaker.
Sami Bedell-Mulhern (19:32):
That's brilliant. What I love about
that is its value add to youraudience and helping you grow
and get in front of newaudiences. So it's like a win,
win win all around and a greatway to kind of organically show
up in people's feeds. And that'sright, like
Peter Murphy Lewis (19:51):
in my hands, if I write about you today, the
likelihood of you hearing thatI'm giving you a shout out and
trying to help you is minimal,right? Unless something in my.
Is a friend with you. There's noway you're gonna know I'm
competing against spam andeverybody's inbox, but on
LinkedIn, you're immediatelygonna know, and you're gonna
like, Peter helped me today.
Sami Bedell-Mulhern (20:10):
Yeah, and I'll add on to that. What I do
in my newsletter is we share ourpodcast episodes, we embed our
YouTube video link, but then wealso include three related
podcast episodes that might bebeneficial based off of the one
that we just launched. So whenwe launched this one, we'll
probably tag some of the otherguests that we've had on for
past LinkedIn episodes. And sosimilarly, we'll re tag the
(20:32):
people that were guests. And alot of times we get them to re
share past episodes to theiraudience as well, because
they're reminded, oh yeah, I wason that podcast. I can share
that as something for myaudience, or similarly, they
comment or engage with that thatpost. So I think that's the
beauty, and that's not newcontent I have to create. That's
content we've already created,but we're just trying to drive
(20:53):
more traffic and eyeballs to newaudiences for stuff that we've
already pushed out. So yeah, Imean, there's so many things you
can do in a LinkedIn newsletter,from sharing video, embedding
video, sharing resources,tagging people, sky's the limit,
yeah, and
Peter Murphy Lewis (21:10):
by the time this episode comes out, and then
30 days after it comes out, and90 days after it comes out, all
of the things that we're talkingabout right now are going to be
substantially better, right?Like, two years ago, I spent 20
to 30 minutes a day on LinkedIn.Today I'm spending two hours a
day on LinkedIn. That's how, whythe product and the platform has
(21:30):
gotten better. There's a chanceit's nine months from now, I'm
gonna spend three hours on it.It's getting that much
Sami Bedell-Mulhern (21:35):
better. Yeah. So how can we take the
content? Because I know LinkedInalso has, like, I think they
still have an audio featurewhere you can go live via audio,
but that doesn't get saved.Video can be repurposed
depending on the third partytool that you're using. So kind
of, do you have any tips forhow, if LinkedIn is our home
base where we're creating thebulk of our content, how we can
(21:58):
feel like we can repurpose thatfor other platforms? Should we
be repurposing that videocontent and content we're
creating on other platforms?Like, what are your best
practices there?
Peter Murphy Lewis (22:08):
Yeah, I'm what I'm currently doing that is
repurposing. Sometimes it goesto LinkedIn, and then it goes
back and it goes somewhere else.It's usually starting with, I'll
give you my I'll give you myworkflow, and then tell you how
it gets off LinkedIn. I am doinga significant amount of podcasts
like I am now. I'll cut that upand I'll use these clips on
(22:31):
LinkedIn. The second thing I'mdoing, I'm doing two to five
consultancy calls per week withpaying clients, and I'm doing
two to five per week with probono people that I help out on
platforms like growthmentor.com, and I am recording
those calls. If it's with aclient, it's confidential, or
with a pro bono and it'sconfidential, I take the
(22:51):
person's name out, but thatbecomes a prompt for something
that I will then write about.What problem was I helping them?
Okay, the thing I'm doing, froma PR point of view is so I have
a I run a marketing agency, andI have a PR team behind me who's
doing lots of pitching onpodcasts and press and on an
ongoing basis, we're takingthose clips and we're moving
(23:12):
those over to a tool that I lovecalled Q, promote. Q, U,
promote, and that's about $50 amonth. But what that's telling
me to do, and that's till, andthey're sharing it across all
the platforms, meta, Instagram,Facebook, Twitter, LinkedIn and
so forth, and it's telling methe metrics of who clicked and
who shared, whatever successfulI am, then taking a screenshot
(23:36):
of the views and the clicks andso forth, and I'm turning that
into an ad, and I put it in myemail, Twitter, so they give
social proof, but it all startsfrom LinkedIn, because LinkedIn
is I have a targeted way to talkto my ideal customer profile,
and I'm getting feedback. SoI'll take statistics, I'll take
statistics of publishing 30 daysin a row. What are the three to
(23:59):
five things that did the bestorganically. Then I'll move that
over to something on cue,promote, cue promote will then
amplify it to people who don'tknow me, those best things I
then turn into ADS.
Sami Bedell-Mulhern (24:10):
Yeah, I like though that you start with
the organic piece of it. BecauseI think there are things that,
if you're smaller, you're juststarting out, or you can still
do that without the Q promotepiece. You can that can be kind
of like the next level. But Ithink for even for nonprofit
organizations, even if youdistill it down to the very
(24:33):
basic level of I'm going to payattention to what's performing
really well for 30 days, andthat's what I'm going to use to
generate what my next contentplan is for the next month, and
what I repurpose and where I reshare, right? Just to better use
your time and efforts to belike, Okay, well, I thought this
was gonna be awesome. That didnot land. This did awesome. I'm
gonna do more of that like, Ithink paying attention to that
(24:54):
and getting out of your own waycreatively can be super helpful.
I agree.
Peter Murphy Lewis (24:59):
And going back. Back to ads, but
specifically for nonprofits, thethe the nonprofits that I work
with, all of them, have Googlegrants. We help them get Google
grants. So, you know, that'sthat is a lot of money every
single month that you can beusing for free. So what I'm
learning from organically onLinkedIn or from Q promote, then
that turns into the strategy ofhow we're building up content to
(25:22):
take advantage of our free$10,000 for Google grant. Yep,
Sami Bedell-Mulhern (25:26):
yep. And if you want more on the Google
rant, I'll just throw this plugin here. We did just do an
episode. So go back to episode290 and we talk about getting
started with Google grants. Soyou can learn a little bit more
about that, but I 100% agree itis such an important resource
for nonprofits and can give youso much great data. So I love
that you brought that, becauseit's surprising how many
(25:48):
organizations don't know that itexists. I think
Peter Murphy Lewis (25:50):
that's the majority the people I talk to.
I'm blown away. Yeah, yeah,
Sami Bedell-Mulhern (25:55):
it's like $10,000 a month for free. Okay,
so creating video, pay attentionto your mobile app. I know as of
this recording, we are recordingin January, but this episode
doesn't go live for a littlebit. I have access to watch the
videos. I don't have access toupload videos necessarily, in
(26:16):
that kind of format. So payattention to that newsletters.
But like as we think about kindof content in our main news
feed, if we are on our desktopmore often, what does that look
like? What might we want tothink about types of or is it
the same as what we would createin kind of the short style that
(26:38):
is on the mobile device
Peter Murphy Lewis (26:40):
I I'm gonna give kind of a sophisticated,
comprehensive strategy, right?So, like, if this overwhelms
you, don't worry. Just listen tothe first part. I have, I have
an entire funnel built out forwhat I do in LinkedIn that is
thinking, usually 30 to 60 daysout, and I approach it similar
(27:02):
to the way that I approachYouTube. So about 30 to 60% of
my posts are arounddiscoverability, which means
that the people at the top of myfunnel who don't know who I am,
don't know what I do, don't knowhow we can help them, don't know
what my value is to them and whywe should be communicating. I do
the almost exact same thing withYouTube, depending on what,
(27:23):
where, where my clients stageis, their maturation. Um, so for
me, right? Like I'm a fractionalchief marketing officer, that is
bottom of funnel. That is howthat is me selling something to
you where I promise to give youreturn on investment. That is,
that is less than 5% of anythingthat I'm talking about on
LinkedIn, it's less than 5% ofthings I'm talking about on
(27:44):
YouTube. Top of funnel is thingsthat I can do to help you
without you ever getting havingto talk about money with me. I'm
really good at scaling teams.I'm really good at remote tools.
I'm really good at LinkedIn,right? Like, I don't sell
anything related to LinkedIn.Nobody hires me to do anything
like what I'm sharing with this.So these are things that I give
away, that's top of funnel, andthen my strategy moves down to
bottom of funnel, closer to whatI do, right the services that I
(28:07):
help out people. So that mightbe podcast pitching, PR
branding, documentary, contentcreation all the way down, and
that is how I build it out. NowI don't believe that that
strategy is impacted by yourquestion around desktop nor
mobile. There. That's probablythe difference between me not
(28:28):
being a LinkedIn expert andbeing hired by LinkedIn to teach
people how to do it. Maybethat's the next or 9/9 to go to
Malcolm Gladwell book of $10,000maybe that. Maybe that's the
next 9009 800 hours that I needto put into it. But that's my
strategy, and it's working right
Sami Bedell-Mulhern (28:47):
now. I but I think that's great, because
that removes the barrier. It'slike, just get started and
wherever you are playing, ifyou're on your device or you're
on desktop, wherever you feelcomfortable, it's not again,
going back to what we saidearlier, it's not about the
professional, like polishedstuff. It's just about doing
stuff and getting started andexperimenting and seeing what
works and what doesn't. So Ithink that's, I think that's the
(29:08):
perfect answer. Okay, well,you've given people a lot of
things to think about. We haveso many different strategies
that we can implement onLinkedIn. Point is get started
any kind of last tip or takeawayor something you wish you would
have done differently that youmight want to leave listeners
with. As we kind of wrap this
Peter Murphy Lewis (29:27):
up, I have two people for you to go follow,
and I think that if you justfollow them, and you look at
them every single day, click onthe little bell at the top to
get notified every single timethat they share something, one
that is close to the nonprofitspace. And he is a big impact on
(29:47):
my life. He's a mentor. He's oneof the reasons I became a
certified nurse's aide. He's oneof the reasons I started doing
documentaries about long termcare. His name is Bob Speelman,
S, P, E, E, L, M, A, N. He isnot an expert in LinkedIn. He is
probably five to 10 years olderthan me, so he's 5050, to 55
(30:10):
probably, and he is just greatat LinkedIn. All he does is sing
people's praises. He uploads akind video, and he exercises the
book five languages of love, toshare his passion for people
that are in America's nursinghomes. And he did this with zero
experience two years ago. Idon't think he's ever taken a
(30:31):
LinkedIn class. He's justgenuinely good at it. So just
telling you what he does, put itin chat G P T, tell the person
say, chat G P T, I love thisperson. Her name is Sammy. She
helps everybody translate thisinto my my words so it doesn't
look like Bob, and then go postit. Copy Bob's, yeah, the second
person when you're ready to getthe next level. And she's my
favorite person on LinkedIn. Hername is Alana Sparro, s, A L, A
(30:54):
N, A Sparro, S, P, A, R, R, O. Ilook at her LinkedIn profile
every single day, um, and andit, I just try to implement and
emulate everything and imitateeverything that she's doing.
Those are my my two tips. Youdon't need to take a course.
Just go follow the two peoplethe bottom rung, the person who
is 50 ish and kicking butt, andthen a pro who's selling
(31:18):
LinkedIn tips. And I don't thinkanything else
Sami Bedell-Mulhern (31:21):
I love that that's so good. Because I think
the beauty of is we don't haveto reinvent the wheel. See what
people are doing and then figureout how to show up in your own
voice, in your own way, your ownstyle, right? I think that's
fantastic. Well, we will linkall of those resources up and
those profiles in the show notesat thefirstclick.net/295, but
(31:41):
Peter, if people want toconnect, to connect with you,
check out your LinkedIn profile,because they should also be
following you as well. How dothey do that?
Peter Murphy Lewis (31:50):
Peter Murphy Lewis, as I mentioned, it's the
platform that I don't openFacebook every day. I don't open
I haven't opened Instagram in acouple months. So let's talk on
LinkedIn. Peter Murphy Lewis,I'm the only Peter Murphy Lewis
on LinkedIn. And then lastly, ifyou know this resonates with
you, you're a nonprofit and youlike the story, I'd ask you to
(32:10):
go listen, to go watch adocumentary that I just did in
the nonprofit space, in the longterm care space on YouTube. It's
called people worth caring aboutit's already run some, won some
awards, and you know, if youknow somebody who could make an
impact in long term care, oranything I talked about today
resonate with you, go watch it,send it to a 15 year old who
could be a CNA. I'm motivated tohelp America's seniors, and so
(32:34):
let's connect on LinkedIn. Thankyou so much.
Sami Bedell-Mulhern (32:37):
I love that. I love that. Well. Thank
you so much for being here andsharing your wisdom. And we will
make sure we get all of yourstuff shared out to our
community. And thank you so muchfor your time. Appreciate it.
Okay, wow, wow, wow. Peter wasdropping so many good ideas and
strategies. I can't even believeit. I hope that you enjoyed this
episode, and again, you can findall of the things that he
(32:59):
mentioned atthefirstclick.net/295 Can you
believe we are getting this soclose to our 300th episode? I
really hope that you enjoyedthis episode. I hope that you
are jumping on to LinkedIn, andwe will also include in the
resources other episodes that wehave around LinkedIn, especially
episode 290 that we just didtalking about just LinkedIn and
(33:23):
how to get started and you knowhow to create your personal
brand. I'm sorry, not 290 I'mlying. Episode 289 with Alex
Bork. So check it out. Createyour personal brand on LinkedIn.
Take these strategies from PeterMurphy Lewis to really take them
to the next level. And I can'twait to see what you do with
(33:44):
LinkedIn for now, make sure yousubscribe wherever you listen.
Hit that notification bell andleave us a review if you're on
Apple podcast. Would love to seeit there, and I will see you in
the next episode.
We've been talking a lot about LinkedIn
this year, and it is definitelya strategy that I am jumping all
in on this year. So I've been soexcited to have so many experts
coming on to talk about so manydifferent areas of LinkedIn. And
today we're talking about videorepurposing content, kind of a
whole variety of things, butways, creative ways that you can
get more visibility when itcomes to LinkedIn and how you're
(00:23):
reaching new audiences, growingyour base and communicating with
the people that are idealdonors, customers, clients,
whatever partners,collaborators. So my guest today
is Peter Murphy Lewis. PeterMurphy Lewis is the innovative
founder of strategic pete.comand a respected fractional chief
market Marketing Officer,skilled and turning complex
(00:44):
marketing data into actionablestrategies that boost revenue
and growth. His expertise spansdiverse sectors, including
software, travel, media, zoosand banks. As a host of two TV
shows and producer of adocumentary, Peter combines a
strategic marketing storytellingflair living with his family in
a literal Zoo. He is trustedadvisor for CEOs seeking to
(01:05):
streamline marketing efforts andaccelerate business outcomes.
There's so much goodness that hedrops so many great resources,
some tips that I even got rightout of the gate for something
that I'm considering as I moveforward with my LinkedIn
strategy. So I know that you aregoing to get some good stuff
from this episode. So take alisten and maybe come back to it
(01:28):
a few times as you start toescalate your LinkedIn strategy
before we get into it, though,this episode is brought to you
by our free resources at thefirst click. You can go to
thefirstclick.net/resources, andgrab so many different freebies
that we have, from your website,email marketing to social media,
mindset, tech tools, all of theabove. Grab the one that works
(01:49):
the best for what you need rightnow to solve the problem for
where you're stuck again, youcan find all of those at the
first click.net/resources, andshoot me an email, hello at the
first click.net, I'd love tohear what resource was most
valuable to you and whatresources might be valuable to
you in the future. For now,let's get into the episode.
(02:10):
You're listening to the digitalmarketing therapy podcast. I'm
your host, Sammy Bedell Mulhern,each month, we dive deep into a
digital marketing or fundraisingstrategy that you can implement
in your organization. Each week,you'll hear from guest experts,
nonprofits and myself on bestpractices, tips and resources to
help you raise more money onlineand reach your organizational
(02:33):
goals.
Hey, friends, please join me inwelcoming Peter Murphy Lewis to
the podcast. Peter, thanks forbeing here. Excited. Yeah, this
is gonna be so fun. LinkedIn ismy like the thing I'm most
excited about, really making themost of in 2025 so I'm really
excited for this conversation.But why LinkedIn for you? Why is
it a platform that you findvaluable to organizations?
Peter Murphy Lewis (02:58):
I like it, both for myself, for my clients,
for the nonprofit that I'm onthe board of, is because it is a
place where I can search for theperson's name for the company
they work, in their job title,the targeted way that I can find
(03:19):
my ideal customer profile, or Ifit's just a person who's going
to help me grow my reach, or aperson I can help, which
therefore makes my brandstronger, is really easy to do,
and I know if you know, like, ifyou're listening to this and
you're new to LinkedIn, it mayfeel like it's not, but with
about two hours of work, You canmove from like a D plus LinkedIn
(03:42):
discover person to like an Aminus, right? Like the
difference between I've spent, Ibet you, I've spent more than
100 hours in the last two yearsof skilling myself up and the
difference between me as whatI've said, like an A or an A
plus, LinkedIn person, and whatyou can be as an A minus, like
(04:05):
you can move in two hours up towhat I what took me to do in all
of this time. So, like, don't bedon't be afraid.
Sami Bedell-Mulhern (04:14):
Yeah, I love that, because it is such a
searchable tool, a discoverabletool. And I know we've had
guests on the on the in the pastthat have talked about how the
beauty of it is, you don't haveto be a content creator to have
success on LinkedIn, becausethere it's, there's such a
variety of ways that you can useit. And so we're, you know,
we're talking about video andrepurposing, but before we kind
(04:35):
of jump into that, what is maybeyour favorite feature? What you
love the most as you're usingLinkedIn on a day to day, what
feature are you using the most?
Peter Murphy Lewis (04:45):
I use automation tools to do automated
connections, both for myself andfor clients. So let me explain
that, assuming that there's acouple of people don't know what
I mean, there are simple toolsthat cost less than $20 a month,
that you could put a. List intothat of everybody that you
potentially want to connectwith, so you don't have to do
any of that manually. AndLinkedIn is very comfortable
(05:07):
with you connecting anywherebetween 15 to 30 people per day,
and you just tell this tool todo that. So while you're
sleeping, this tool isconnecting for you. So that's
the first tool, the second toolI love the newsletter. I create
newsletters for all of myclients. I personally have had
multiple newsletters, andnewsletters is a great way for
(05:29):
you to repurpose what you'redoing on your website, what
you're doing on your Facebookpage, what you're doing in your
email newsletter. And LinkedInhas an algorithm that everyone
you connect with, it'llautomatically recommend that
they subscribe to yournewsletter. Now I don't
recommend you just sit there anddo nothing with it. I recommend
once they subscribe to it, youuse that as an instant saying,
(05:50):
hey, saw you subscribe. Thankyou so much. And then you start
a conversation. It should beauthentic. Don't make it
automated. This is youropportunity for you to dig in.
This is second one, and then mythird one, and this is for kind
of geeks like this might be forme. You, Samy and 20 other
people listen to this, but whenyou apply for creator status on
LinkedIn, you can start doinglive streams on LinkedIn. And
(06:14):
this is insane, like a pluslevel to get to that level, but
you can do it really quickly. Isthat will mean, if you start a
podcast similar to what you havehere, or you have some other
type of mastermind where youguys want to share or build in
public, or talk about yourmission in public, or if you
wanted to even train about yournonprofit in public, or do a
(06:34):
board meeting or something likethat, you could do this in live
stream. And that means everybodyyou're connected to when you go
live, we'll get a notificationon it. And that is insane,
because they're doing all themarket. LinkedIn is doing all
the marketing work for you.
Sami Bedell-Mulhern (06:50):
Yeah, that alone is like the most amount of
goodness that I've heard in along time, so many good things.
And yes, I have started doing alive stream this year for the
first time ever on LinkedIn. SoI'm excited to kind of see how
that goes once a month. But Ihad not ever thought about
taking these podcast episodesand publishing them as live
streams on LinkedIn as well. Sonow you've given me something to
(07:13):
think about that's fantastic.
Peter Murphy Lewis (07:15):
Yeah, and you if you get a little nicer
tool, you can take theserecordings and then just publish
them and make them look likethey're live, and nobody cares,
right? If they don't watch thison YouTube, the fact they're
gonna like it on LinkedIn, theydon't feel like they're getting
old content. This is fantastic.
Sami Bedell-Mulhern (07:29):
Well, we use a tool called stream yard so
we can, it'll work, publishvideos as live. And I think the
important thing there, as wekind of jump into how can we use
video on LinkedIn? The beautifulpart about that is you don't
have to be worried about beingperfect. This podcast, we don't
do a ton of editing, but thereis some editing that goes into
it, but we don't have to worryabout being perfect, because we
can update it, but you can stillshow up live and engage and
(07:53):
interact with people during thelive stream. So as you talk
about authenticity andconnection, you can publish a
live video to face, or toFacebook, to LinkedIn, but still
be there, engaging andinteracting and only focusing on
that part of the live streamversus having to talk to people
and connect with people in thechat.
Peter Murphy Lewis (08:13):
Yeah, and kind of the piggyback off, you
know, the perfection. I thinkperfection progress over
perfection, and I actually thinkimperfection is a close cousin
of authenticity, of beinggenuine, of being vulnerable. So
I in 2021 to 23 with my podcast,I started to get invited to
(08:37):
conventions, state conventions,national conventions, for the
client that I was working within the healthcare space. And not
only would they ask me to do aspeech on the main stage,
sometimes I would do a liveinterview on the main stage, and
I would stream it on LinkedIn.And the amount of people like
cousins and sisters and auntsand coworkers who could watch
(08:59):
this, who couldn't go to theconvention. The virality of that
in the live time of it was waymore impactful than anything I
did on podcast. So like, thinkbig and let LinkedIn do the
heavy lift for you.
Sami Bedell-Mulhern (09:12):
I love that. Okay, so let's talk about
because I don't think we oftenthink about LinkedIn as a video
platform. You know, we thinkabout Instagram reels, we think
about Tiktok, we think aboutYouTube. You know, what kind of
video capabilities does LinkedInhave? Let's start there, and
then let's kind of talk throughhow we can kind of repurpose
those in other places wherewe're doing business.
Peter Murphy Lewis (09:35):
Yep, well, to get to for starters, in my
opinion, LinkedIn is starting tocompete with YouTube shorts. If
you look at your LinkedIn app onyour on your cell phone, more
than likely, it's already beenrolled out to you. There is now
one of four little buttons atthe bottom, and one is video
that is the equivalent ofYouTube shorts without people
(09:59):
for. Falling on bicycles withoutkids throwing footballs at their
dad's crotch and making themroll over on a Saturday night.
It's it does no dancing. Butyeah, there's, there's not the
there's goofiness, because I'mgoofy, right? But there's not
the the politics of YouTube.There's not the Mr. Beast of
(10:24):
Flash, Flash, Flash, highlyedited impact. There's much more
conversations and like gettinginto the life and understanding
how someone thinks and as aprofessional influencer, right,
different than a socialinfluencer, I'm not a social
influencer, but as aprofessional influencer,
LinkedIn gives you that thatwindow, and I would even say, or
(10:44):
there's, there's two otherelements to kind of video, which
is, when you are on LinkedIn andyou're trying to reach out to
your community and grow yourreach, you kind of have a couple
different goals or objectives,tactical objectives, when
someone's scrolling, which is toget them to stop to read what it
(11:05):
is that you've just posted.Secondly is click on the click
on the read more, so they readyour post, and in the best
setting, click on your video.Now the video is not a must, but
it will help the engagement andLinkedIn, in my opinion, is
competing with YouTube, so theyare pushing videos hard, and
they are giving some extraweight to that algorithm. Yeah,
(11:28):
well,
Sami Bedell-Mulhern (11:29):
so that's a benefit, and also the benefit of
video building trust. Like,that's why we turn this podcast
into a video podcast. Like, yes,it's great to hear us, but to
see people, to see how you'reengaging with the community, to
see how you're showing up thebehind the scenes. Like to see
that visual also helpsnonprofits build trust a lot
faster with people that mightkind of come across them.
Peter Murphy Lewis (11:52):
Yeah, so the one of the things that I'm
currently doing with theCommunity Foundation that I
participate in, we just hired anexecutive director about three
years, about three months ago,and when we hired her, you know,
we got so many emails andreplies on Facebook from people
saying, You just made the bestdecision that you could ever do,
and we said, you just took theambassador from our community
(12:14):
and you put it into yourorganization. Congratulations.
Hats off to you. Well, one ofthe things we're doing with her,
right there's a bunch ofwebsites and news and Facebook
pages from high schools andshelters and mission driven
causes. Well, we're having hertake that from people who might
not be good at the Internet,share it, comment on it, and
(12:36):
turn it into a LinkedInnewsletter and also turn it into
a video. Well, she, she's theface of our county, so she's
doing a great job of repurposingall the good that's already
happening, and she's using onLinkedIn, yeah. Okay, so let's
talk about,
Sami Bedell-Mulhern (12:49):
I do want to jump into newsletters here in
a little bit, because I'm a hugefan of them. But I do want to
talk about, like, as you'redoing that and creating that,
you know, you mentioned, she'sdoing that some for some
organizations that might nothave the capacity or know how to
do that. You know how polished?I mean, it's LinkedIn, it's
businesses. How polished do wehave to be, how formal, how
(13:09):
produced do our videos need tobe? Or can we just kind of pick
up our phone and in the moment,share something of value that we
think our audience might hearabout and not worry about the
bells and whistles? I
Peter Murphy Lewis (13:20):
would say 100% of the time, do not worry
about being polished. Okay,people are attracted to people,
not companies. People areattracted to people, sometimes
brands. But more than likely,people want to hear your
personality. So don't worryabout it. And I, you know, like
there's a I always remember theamount of times that I failed
(13:43):
doing live things. So I did livetelevision on Monday for the US
presidential inauguration forCNN. I've done a whole bunch of
live things, and I alwaysremember there's only one person
who's watched you with fullattention at your mom, and
there's only one person who'sgonna watch it and remember all
of your mistakes, and it's yourex, so everybody else is going
(14:03):
to forgive you, and the peoplewho are going to like or laugh
and they're going to tease you,and they're going to love you,
and they're going to remember itfor how great you are and how
authentic you are. And if I'm ifI die tomorrow, I would rather
my my son remember me for for myquirks and my effort than for me
trying to be perfect and neverdoing anything. Yeah,
Sami Bedell-Mulhern (14:22):
that's so good. And I think it just brings
down that barrier of entry, likeit's not about having, I mean,
you look at, I love yourbackground, aspire to be like,
you know, grown up like you oneday, I don't have the energy in
me to unpack my office thesedays, and so it looks like a hot
mess. But that doesn't mean thatI don't show up, because it's
(14:43):
more about the quality of thecontent that you're sharing and
reaching the right audience. SoI love that you said 100% of the
time just show up. I thinkthat's fantastic.
Peter Murphy Lewis (14:54):
I want to, I want to add one, one free tool
to your question about howpolished you have to be. There's
a tool that I just started usingthis morning, and it's free so
far, and it's talk top,talkclip.app, T, A, L, K app, or
talkclip.app. And what it doesis, you put in the topic that
(15:15):
you want to talk about, you hitrecord, and it tells you, it
asks you a question about thetopic, and then it tells you
reads you a hook that you shouldstart off with. It says, are you
ready? You say, hit, click,record again, and it counts down
to five. And then you recordlooking at your TV and wriggling
at your computer, and it willgive you that short little clip
from LinkedIn, and it'sauthentic, gives you the hook.
(15:37):
It asks you the question. Youdon't feel awkward talking to a
camera, because there's actuallya voice, and ask you to test it,
like, like, and you don't haveto post it if you don't like it.
Sami Bedell-Mulhern (15:47):
Yeah, that's cool. So it's like being
interviewed, but not by anybody,which makes us feel more
natural, right?
Peter Murphy Lewis (15:52):
It does. Yeah, I actually listen to the
voice like you could just readit. I haven't read me the voice
because I feel like I'm talkingto somebody
Sami Bedell-Mulhern (15:59):
that's cool, that's super cool. We'll
have to try that out. Had notheard of that one, okay, but
let's talk about repurposing.Because I think, as with all of
our social media channels,whatever you're on, it's not
about creating new, it's aboutcreating for the platform. And I
think that's what I love. As faras the newsletters go super
easy. I myself have a newsletteron LinkedIn, and I find that my
email subscribers organicallygrow so much faster on my
(16:22):
LinkedIn newsletter than in mygeneral newsletter. And I just
want to reiterate, like yousaid, I love that I know who is
subscribing. And not only that,I can dive deep into who they
are and see if they're, youknow, like the right fit for
somebody I want to reach out to.So I just take my newsletter and
copy it and embed it ontoLinkedIn on a different day, I
(16:45):
include videos, I includeadditional resources and things
like that. But kind of, what isyour favorite thing, or what are
your tips if you're setting up anewsletter on LinkedIn for the
first time, how might we want togo about it in order to
repurpose the content we already
Peter Murphy Lewis (16:58):
have? Yeah, so I have. So it's not 100%
related to repurposing, but it'san added value on to what I'm
already doing. So I would doexactly what you're doing, which
is, repurpose what I'm doing onmy website, repurpose what I'm
doing on my email, if I have aFacebook group, repurpose in the
some of the content. The twothings that I have done in the
last year with my clients thathas had really good success is
(17:23):
no actually three things. So thefirst thing I do is I look ahead
for conventions and trade showsinside the niche that I am
speaking to, and I go find thosekeynote speakers, and I look for
events that are about nine to 12months out, because that's when
people start playing if they'regoing to go to a they're going
to go to a specific trade show.I find the keynote speaker. I
(17:45):
put them in my newsletter, I tagthem, and I say, go check out
this trade show. It's on thisdate in this city. This keynote
speaker is given a talk aboutthis shout outs, and the keynote
speaker will get in mention inLinkedIn. They'll see it,
they'll subscribe, and then theywill reshare, and they might
send you a DM. Trust me, itworks. I would say, out of the
(18:07):
100 times the last 100 timesthat I've tagged somebody, I get
it shared probably 15% of thetime. I get a DM, 75% of the
time, and I get a comment fromthat person 95% of the time. The
second thing that works is Ilike to share job descriptions
to people that would be readingthe newsletter that would be
(18:29):
helpful to so I'll go findsomebody that I want their
attention. I would like to havea conversation with them. I will
go find what their need is,similar to posting them about
the upcoming keynote speech. Iwill find a job that they will
do. I will tag their jobdescription in the newsletter. I
will tag them, saying thisperson is hiring there. This is
a cool company. I've followedthis person. I've seen their
(18:50):
YouTube. I like their podcast.Check it out. The person will do
the exact same thing. They'llshare, they'll DM you, and then
they will comment on it. Andthen the third one that I wanted
to mention. And this takes alittle bit more work. Like, if
you're a one man or one womanshow, it's more of a sales
development rep. So like, ifyou're working in a place where
you need to actually start aconversation with that person, I
(19:10):
will immediately DM this personto subscribe, and I'll say, Hey,
you signed up. This isfantastic. Can I ask you what
brought over your attention? CanI interview you? Can I give you
a quote? Hey, these are thethree things that I help out
with. I share trade shows, I gethelp people, job postings, and I
do X, Y and Z. Can I do one ofthese for you? And it's a great
icebreaker.
Sami Bedell-Mulhern (19:32):
That's brilliant. What I love about
that is its value add to youraudience and helping you grow
and get in front of newaudiences. So it's like a win,
win win all around and a greatway to kind of organically show
up in people's feeds. And that'sright, like
Peter Murphy Lewis (19:51):
in my hands, if I write about you today, the
likelihood of you hearing thatI'm giving you a shout out and
trying to help you is minimal,right? Unless something in my.
Is a friend with you. There's noway you're gonna know I'm
competing against spam andeverybody's inbox, but on
LinkedIn, you're immediatelygonna know, and you're gonna
like, Peter helped me today.
Sami Bedell-Mulhern (20:10):
Yeah, and I'll add on to that. What I do
in my newsletter is we share ourpodcast episodes, we embed our
YouTube video link, but then wealso include three related
podcast episodes that might bebeneficial based off of the one
that we just launched. So whenwe launched this one, we'll
probably tag some of the otherguests that we've had on for
past LinkedIn episodes. And sosimilarly, we'll re tag the
(20:32):
people that were guests. And alot of times we get them to re
share past episodes to theiraudience as well, because
they're reminded, oh yeah, I wason that podcast. I can share
that as something for myaudience, or similarly, they
comment or engage with that thatpost. So I think that's the
beauty, and that's not newcontent I have to create. That's
content we've already created,but we're just trying to drive
(20:53):
more traffic and eyeballs to newaudiences for stuff that we've
already pushed out. So yeah, Imean, there's so many things you
can do in a LinkedIn newsletter,from sharing video, embedding
video, sharing resources,tagging people, sky's the limit,
yeah, and
Peter Murphy Lewis (21:10):
by the time this episode comes out, and then
30 days after it comes out, and90 days after it comes out, all
of the things that we're talkingabout right now are going to be
substantially better, right?Like, two years ago, I spent 20
to 30 minutes a day on LinkedIn.Today I'm spending two hours a
day on LinkedIn. That's how, whythe product and the platform has
(21:30):
gotten better. There's a chanceit's nine months from now, I'm
gonna spend three hours on it.It's getting that much
Sami Bedell-Mulhern (21:35):
better. Yeah. So how can we take the
content? Because I know LinkedInalso has, like, I think they
still have an audio featurewhere you can go live via audio,
but that doesn't get saved.Video can be repurposed
depending on the third partytool that you're using. So kind
of, do you have any tips forhow, if LinkedIn is our home
base where we're creating thebulk of our content, how we can
(21:58):
feel like we can repurpose thatfor other platforms? Should we
be repurposing that videocontent and content we're
creating on other platforms?Like, what are your best
practices there?
Peter Murphy Lewis (22:08):
Yeah, I'm what I'm currently doing that is
repurposing. Sometimes it goesto LinkedIn, and then it goes
back and it goes somewhere else.It's usually starting with, I'll
give you my I'll give you myworkflow, and then tell you how
it gets off LinkedIn. I am doinga significant amount of podcasts
like I am now. I'll cut that upand I'll use these clips on
(22:31):
LinkedIn. The second thing I'mdoing, I'm doing two to five
consultancy calls per week withpaying clients, and I'm doing
two to five per week with probono people that I help out on
platforms like growthmentor.com, and I am recording
those calls. If it's with aclient, it's confidential, or
with a pro bono and it'sconfidential, I take the
(22:51):
person's name out, but thatbecomes a prompt for something
that I will then write about.What problem was I helping them?
Okay, the thing I'm doing, froma PR point of view is so I have
a I run a marketing agency, andI have a PR team behind me who's
doing lots of pitching onpodcasts and press and on an
ongoing basis, we're takingthose clips and we're moving
(23:12):
those over to a tool that I lovecalled Q, promote. Q, U,
promote, and that's about $50 amonth. But what that's telling
me to do, and that's till, andthey're sharing it across all
the platforms, meta, Instagram,Facebook, Twitter, LinkedIn and
so forth, and it's telling methe metrics of who clicked and
who shared, whatever successfulI am, then taking a screenshot
(23:36):
of the views and the clicks andso forth, and I'm turning that
into an ad, and I put it in myemail, Twitter, so they give
social proof, but it all startsfrom LinkedIn, because LinkedIn
is I have a targeted way to talkto my ideal customer profile,
and I'm getting feedback. SoI'll take statistics, I'll take
statistics of publishing 30 daysin a row. What are the three to
(23:59):
five things that did the bestorganically. Then I'll move that
over to something on cue,promote, cue promote will then
amplify it to people who don'tknow me, those best things I
then turn into ADS.
Sami Bedell-Mulhern (24:10):
Yeah, I like though that you start with
the organic piece of it. BecauseI think there are things that,
if you're smaller, you're juststarting out, or you can still
do that without the Q promotepiece. You can that can be kind
of like the next level. But Ithink for even for nonprofit
organizations, even if youdistill it down to the very
(24:33):
basic level of I'm going to payattention to what's performing
really well for 30 days, andthat's what I'm going to use to
generate what my next contentplan is for the next month, and
what I repurpose and where I reshare, right? Just to better use
your time and efforts to belike, Okay, well, I thought this
was gonna be awesome. That didnot land. This did awesome. I'm
gonna do more of that like, Ithink paying attention to that
(24:54):
and getting out of your own waycreatively can be super helpful.
I agree.
Peter Murphy Lewis (24:59):
And going back. Back to ads, but
specifically for nonprofits, thethe the nonprofits that I work
with, all of them, have Googlegrants. We help them get Google
grants. So, you know, that'sthat is a lot of money every
single month that you can beusing for free. So what I'm
learning from organically onLinkedIn or from Q promote, then
that turns into the strategy ofhow we're building up content to
(25:22):
take advantage of our free$10,000 for Google grant. Yep,
Sami Bedell-Mulhern (25:26):
yep. And if you want more on the Google
rant, I'll just throw this plugin here. We did just do an
episode. So go back to episode290 and we talk about getting
started with Google grants. Soyou can learn a little bit more
about that, but I 100% agree itis such an important resource
for nonprofits and can give youso much great data. So I love
that you brought that, becauseit's surprising how many
(25:48):
organizations don't know that itexists. I think
Peter Murphy Lewis (25:50):
that's the majority the people I talk to.
I'm blown away. Yeah, yeah,
Sami Bedell-Mulhern (25:55):
it's like $10,000 a month for free. Okay,
so creating video, pay attentionto your mobile app. I know as of
this recording, we are recordingin January, but this episode
doesn't go live for a littlebit. I have access to watch the
videos. I don't have access toupload videos necessarily, in
(26:16):
that kind of format. So payattention to that newsletters.
But like as we think about kindof content in our main news
feed, if we are on our desktopmore often, what does that look
like? What might we want tothink about types of or is it
the same as what we would createin kind of the short style that
(26:38):
is on the mobile device
Peter Murphy Lewis (26:40):
I I'm gonna give kind of a sophisticated,
comprehensive strategy, right?So, like, if this overwhelms
you, don't worry. Just listen tothe first part. I have, I have
an entire funnel built out forwhat I do in LinkedIn that is
thinking, usually 30 to 60 daysout, and I approach it similar
(27:02):
to the way that I approachYouTube. So about 30 to 60% of
my posts are arounddiscoverability, which means
that the people at the top of myfunnel who don't know who I am,
don't know what I do, don't knowhow we can help them, don't know
what my value is to them and whywe should be communicating. I do
the almost exact same thing withYouTube, depending on what,
(27:23):
where, where my clients stageis, their maturation. Um, so for
me, right? Like I'm a fractionalchief marketing officer, that is
bottom of funnel. That is howthat is me selling something to
you where I promise to give youreturn on investment. That is,
that is less than 5% of anythingthat I'm talking about on
LinkedIn, it's less than 5% ofthings I'm talking about on
(27:44):
YouTube. Top of funnel is thingsthat I can do to help you
without you ever getting havingto talk about money with me. I'm
really good at scaling teams.I'm really good at remote tools.
I'm really good at LinkedIn,right? Like, I don't sell
anything related to LinkedIn.Nobody hires me to do anything
like what I'm sharing with this.So these are things that I give
away, that's top of funnel, andthen my strategy moves down to
bottom of funnel, closer to whatI do, right the services that I
(28:07):
help out people. So that mightbe podcast pitching, PR
branding, documentary, contentcreation all the way down, and
that is how I build it out. NowI don't believe that that
strategy is impacted by yourquestion around desktop nor
mobile. There. That's probablythe difference between me not
(28:28):
being a LinkedIn expert andbeing hired by LinkedIn to teach
people how to do it. Maybethat's the next or 9/9 to go to
Malcolm Gladwell book of $10,000maybe that. Maybe that's the
next 9009 800 hours that I needto put into it. But that's my
strategy, and it's working right
Sami Bedell-Mulhern (28:47):
now. I but I think that's great, because
that removes the barrier. It'slike, just get started and
wherever you are playing, ifyou're on your device or you're
on desktop, wherever you feelcomfortable, it's not again,
going back to what we saidearlier, it's not about the
professional, like polishedstuff. It's just about doing
stuff and getting started andexperimenting and seeing what
works and what doesn't. So Ithink that's, I think that's the
(29:08):
perfect answer. Okay, well,you've given people a lot of
things to think about. We haveso many different strategies
that we can implement onLinkedIn. Point is get started
any kind of last tip or takeawayor something you wish you would
have done differently that youmight want to leave listeners
with. As we kind of wrap this
Peter Murphy Lewis (29:27):
up, I have two people for you to go follow,
and I think that if you justfollow them, and you look at
them every single day, click onthe little bell at the top to
get notified every single timethat they share something, one
that is close to the nonprofitspace. And he is a big impact on
(29:47):
my life. He's a mentor. He's oneof the reasons I became a
certified nurse's aide. He's oneof the reasons I started doing
documentaries about long termcare. His name is Bob Speelman,
S, P, E, E, L, M, A, N. He isnot an expert in LinkedIn. He is
probably five to 10 years olderthan me, so he's 5050, to 55
(30:10):
probably, and he is just greatat LinkedIn. All he does is sing
people's praises. He uploads akind video, and he exercises the
book five languages of love, toshare his passion for people
that are in America's nursinghomes. And he did this with zero
experience two years ago. Idon't think he's ever taken a
(30:31):
LinkedIn class. He's justgenuinely good at it. So just
telling you what he does, put itin chat G P T, tell the person
say, chat G P T, I love thisperson. Her name is Sammy. She
helps everybody translate thisinto my my words so it doesn't
look like Bob, and then go postit. Copy Bob's, yeah, the second
person when you're ready to getthe next level. And she's my
favorite person on LinkedIn. Hername is Alana Sparro, s, A L, A
(30:54):
N, A Sparro, S, P, A, R, R, O. Ilook at her LinkedIn profile
every single day, um, and andit, I just try to implement and
emulate everything and imitateeverything that she's doing.
Those are my my two tips. Youdon't need to take a course.
Just go follow the two peoplethe bottom rung, the person who
is 50 ish and kicking butt, andthen a pro who's selling
(31:18):
LinkedIn tips. And I don't thinkanything else
Sami Bedell-Mulhern (31:21):
I love that that's so good. Because I think
the beauty of is we don't haveto reinvent the wheel. See what
people are doing and then figureout how to show up in your own
voice, in your own way, your ownstyle, right? I think that's
fantastic. Well, we will linkall of those resources up and
those profiles in the show notesat thefirstclick.net/295, but
(31:41):
Peter, if people want toconnect, to connect with you,
check out your LinkedIn profile,because they should also be
following you as well. How dothey do that?
Peter Murphy Lewis (31:50):
Peter Murphy Lewis, as I mentioned, it's the
platform that I don't openFacebook every day. I don't open
I haven't opened Instagram in acouple months. So let's talk on
LinkedIn. Peter Murphy Lewis,I'm the only Peter Murphy Lewis
on LinkedIn. And then lastly, ifyou know this resonates with
you, you're a nonprofit and youlike the story, I'd ask you to
(32:10):
go listen, to go watch adocumentary that I just did in
the nonprofit space, in the longterm care space on YouTube. It's
called people worth caring aboutit's already run some, won some
awards, and you know, if youknow somebody who could make an
impact in long term care, oranything I talked about today
resonate with you, go watch it,send it to a 15 year old who
could be a CNA. I'm motivated tohelp America's seniors, and so
(32:34):
let's connect on LinkedIn. Thankyou so much.
Sami Bedell-Mulhern (32:37):
I love that. I love that. Well. Thank
you so much for being here andsharing your wisdom. And we will
make sure we get all of yourstuff shared out to our
community. And thank you so muchfor your time. Appreciate it.
Okay, wow, wow, wow. Peter wasdropping so many good ideas and
strategies. I can't even believeit. I hope that you enjoyed this
episode, and again, you can findall of the things that he
(32:59):
mentioned atthefirstclick.net/295 Can you
believe we are getting this soclose to our 300th episode? I
really hope that you enjoyedthis episode. I hope that you
are jumping on to LinkedIn, andwe will also include in the
resources other episodes that wehave around LinkedIn, especially
episode 290 that we just didtalking about just LinkedIn and
(33:23):
how to get started and you knowhow to create your personal
brand. I'm sorry, not 290 I'mlying. Episode 289 with Alex
Bork. So check it out. Createyour personal brand on LinkedIn.
Take these strategies from PeterMurphy Lewis to really take them
to the next level. And I can'twait to see what you do with
(33:44):
LinkedIn for now, make sure yousubscribe wherever you listen.
Hit that notification bell andleave us a review if you're on
Apple podcast. Would love to seeit there, and I will see you in
the next episode.
Popular Podcasts
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.
24/7 News: The Latest
The latest news in 4 minutes updated every hour, every day.